The last quarter has always been the most important quarter for any retail business. Most stores and companies do about 20-30% of their business for the year in Q4. Regardless of what type of retail business one has, this time of year is crucial to having a successful year or not. Many retailers put a lot of time, effort and money to ensure that November and December attract the most customers and produce record-breaking sales.

While this strategy is very important, it seems many retailers, especially small ones, miss out on one key point — how to drive sales after Christmas shopping is done. The holiday season is only the beginning of the winter selling season. To have a truly successful fourth and first quarter, smart retailers must master the entire winter season.